A recent study even suggests that nostalgia makes people value money less, which in turn makes them less resistant to spending. When M&Ms ran their 75th anniversary campaign, it turned out consumers had no reluctance paying more for their favorite candies if wrapped in a retro packaging design.
Using past memories is a powerful marketing strategy. It brings us back to an idealized past where life was easier and simpler. On packaging, retro artwork not only serves to express the brand’s heritage, it also helps kick up its perception of authenticity and quality.